While the economic situation seems better now than it has for some time, cash flow is still a problem for many of the small businesses that we talk with. A resulting challenge is how to build your brand when there's little or no money to invest in brand development? Keep in mind that it's absolutely essential that you continue your branding efforts even in lean times. Stay committed to a long-term strategy.

Here's six practical ways you can brand with a small budget:

1. Research. Do your homework. What's your competition doing? Strengthen your knowledge of your industry and competitive products. Read books on branding. Take the time to evaluate your brand - possibly repositioning it to ensure that you differentiate from your competitors.

2. Embrace free and low cost tools. There are many online tools available to you that you should consider integrating into your branding strategy. Use social networking tools such as LinkedIn, Twitter, Facebook, Delicious and others to promote your products and services. Use a blog or comment on other blogs to help build your network. For that matter, network by phone or in person in an effort to extend your brand presence.

3. Work in phases. Consider your needs and categorize them into Essential, Non-Essential, and Potential categories. Focus your efforts on the essential needs, and work on other areas when possible.

4. Build relationships. Create a list of your customers or clients outlining strategic marketing information such as their industry, and their general interests etc.. When you come across relevant articles or information send these to the appropriate contact. And while email works… don't under estimate the power of a hand written note attached to a torn out article or a simple card.

5. Co-brand. Look for colleagues, fellow business owners, or others who may be interested in co-branding their organization with yours. Discuss ways to help boost each others' businesses. Possibly host marketing initiatives together such as seminars or webinars sharing the cost of the marketing materials.

6. Negotiate Terms. Chances are your consultants, designers, and agencies are hurting too. Don't shy away from negotiating options such as deferred compensation with interest, a percentage of future revenues, or payment plans. Depending on your business, you may even be able to work out a barter arrangement. Some may not be able to make such arrangements, but others may be willing.

So even if finances are stretched out, you need to stay positive and keep focused. As long as you're working hard towards your goals, you'll be closer to achieving them. Bottom line is that when it comes to growing your brand there are ways to do so even with a small budget. Be creative. Stay informed. Develop a strong brand idea, and solid brand strategy, and you'll profit from you branding efforts.

Paul Bies

President,
Mystique Creative

If anyone questions the worth of social networking media, there's a prime example of how it can be used with the ongoing earthquake relief effort in Haiti.

After news of the earthquake hit the global news media, it was noticed that communications with survivors was next to nil. This led to news media outlets being inundated with calls from ex-patriots, family and friends searching for details on the wellbeing of loved ones on the stricken island. Those who could get a message out resorted to getting the attention of as many people as possible via social networking tools like Twitter and FaceBook, Haitians are asking for help.

In one day a fundraising campaign done using text messages and social networking sites like Twitter and Facebook raised more than $5 million for Red Cross relief. Celebrities caught on using their Twitter feeds to "Help Haiti". Facebook groups started to appear, one of which gained over 100,000 members – many of whom changed their status updates to announce their donations to the Red Cross – which in turn, encouraged their Facebook friends to do the same. Text and social media donations grew rapidly, with another $10 million coming from other sources, which provided a never-seen-before phenomenon. Texters were donating small amounts like $10 each, spontaneously deciding that it was a manageable figure. The fundraising efforts have more than doubled and totally surpassed any previous fundraising efforts by the Red Cross.

Twitter users, know that Trending Topics are the attention-getters and what most users are reading. Using keywords and key phrases helps to drive users to the information you want read. Likewise do Facebook Groups. With Facebook, you motivate your Friends with your Status Update. If compelling enough it will create a viral message that they will also use.

54% of Fortune 100 companies use Twitter. The primary use is for increasing brand recognition with news updates and product announcements, plus as a part of recruitment efforts, ultimately driving traffic to blogs and websites. Company blogs are the main focal point of social media, as the end result is a means to create two-way conversation with the user via commenting. 32% of Fortune 100 companies have a corporate blog. Blogs typically rank higher in search engines because of regular updating, and in a lot of cases are more credible because of the human factor. 29% have a Facebook fan page.

According to a recent Forrester report U.S. companies are projected to spend more Interactive Marketing dollars in Mobile Marketing and Social Media than traditional Display Advertising.

So whether you want to announce the latest jam spread on your morning toast, or to make the world a better place by announcing your intentions, social networking media is a valuable communications tool.

If you would like to donate to relief efforts on behalf of Haiti, here are some useful links:
Canadian Red Cross - http://www.redcross.ca
Plan Canada - http://plancanada.ca
WorldVision Canada - http://www.worldvision.ca
Care Canada - http://care.ca
Salvation Army in Canada - http://www.salvationarmy.ca

Frank Beecham
Webguy
Mystique Creative

With a new year comes a time to reflect. Did I meet my business goals from last year? What do I want to accomplish in the next twelve months? How will I get there?

Use the following seven steps to assist you in creating your written guide to follow throughout the year.

1. Write down your vision.

Revisit your business plan. What is your dream? Has your dream changed? Clarify your thoughts and write your vision in one or two sentences. This is the first tangible step to making your dreams a reality. Simply put – If you don't know where you're going - how will you ever know when you arrive?

2. Define your core business.

What's your mission? What will you do to achieve the dream? Write it down and refine it until you're left with one succinct sentence. Use this mission as the basis for your Unique Selling Proposition.

3. Set ambitious goals.

Using your vision and mission as the foundation, set your goals. Be ambitious. By setting and achieving ambitious goals, we reveal our capacities, realize our potential, and take one step closer to living the life of our dreams. Start with long term goals and then break them down into annual, quarterly and monthly goals. Focus on these smaller manageable goals and you'll accomplish your ambitious goal.

4. Develop a strategy.

Review last year's operating information. What needs to be done to achieve your goals this year? How can you best use your resources? What else do you need?

5. Plan.

What specific actions or tasks will you help carry out your strategy (or strategies)? What will it cost? Do you need to cut costs? What sales do you need to have to cover the costs? How will you generate new sales? Do you need new staff? Using your quarterly and monthly goals as a guide, create a sequence of actions and corresponding time frame.

6. Implement your plan.

This is key. Break down your monthly plan by the week and add the specific action steps to your weekly calendar. Make sure you schedule the time to do what's necessary. And when planning the following week – bring forward anything that didn't get finished. Don't be afraid to use external support to accomplish your goals. Remember – no one ever makes it alone. Reach out if you don't have the necessary resources needed to implement your plan.

7. Revisit and revise.

Create procedures that will allow you to revise your operating information on a monthly basis. Make note of what's working and what isn't. It's okay to modify your strategy and plan based on your information as long as they support what you set out to do.


2010 is poised to be a great year for growing your small/medium business. Stay focused. As you achieve your goals be sure to take time to celebrate every success, big and small. With each celebration your confidence and commitment will grow making it easier to reach your ambitious goals.


Paul Bies

President,
Mystique Creative

Curious about all the noise being made about Twitter I set up and account to check it out. I set up a brief profile and snooped around a little before I went back to work forgetting all about it. That is until the 'followers' came. Not many, but 'followers' all the same. I had to go back to my profile to find out what I had said that would entice anyone to follow me. What I found was nothing. A blank page. So I left it alone as I put some more thought into what I would say to my followers.

I listened to a webinar on the power of Twitter with Guy Kawasaki and was still confused on how I could use the forum to benefit Mystique Creative. He had valid points on why Twitter benefits someone like himself - high profile & in the public eye. The fact that it was free came in as the largest benefit. But I still needed to rationalize - why Twitter? Realizing that Twitter has entered the mainstream, I figure it's time to analyze how or if I can use it in a manner to further my business goals.

Let's start with the obvious questions: Who's my audience? What's my objective? How will it work with our other initiatives? And, how will do I measure success?

Who's my Audience?

Pretty easy to break it down right now as I only have a hand-full of followers: a client, a friend who also fits into the client role, a creative writer that I've collaborated with for years, a talented young photographer that I met at a favourite watering hole, a freelance designer that I interviewed last year, wirelesstoys - who until they contacted me I don't believe I'd ever heard of, and a mystery guest. What do they have in common? Me. So what kind of a message do I send them that is relative to each of them? I have no idea but I think it may be time to consider whether to incorporate a Twitter strategy into our marketing efforts.

Kawasaki is a good example of someone who has the right audience; he's trying to get tech-savvy entrepreneurs to use his blog aggregation site to help them promote their own Web sites. With all the focus online and the audience being more tech savvy than not, it's no wonder Twitter is driving serious traffic to his sites and he has more than 112,000 followers.

What's my Objective?

One objective of using Twitter could be to promote Mystique Creative's services in a time-sensitive way to create an immediate call to action. Another is to create a following of our efforts so you feel like you are in the know of what's going on in our company. Couldn't I simply write this in my blog? Probably. Would you still read it? At this time I believe only one of you is signed up for our newsletter and/or the rss feed of our blog. Is it worth the effort? Maybe.

How and Why

"How will I manage this Twitter initiative?" and "Why should I?" These questions are part of the same thought processes. By asking how I'll manage my Twitter initiative, I'm forced to look at Twitter as a program or campaign, not some random thing to do in my spare time. I have better things to do in my spare time - like spending time with my wife and children or golfing.

Same goes for the "why." Is Twitter more important than investing extra effort into website development such as search engine optimization or e-mail campaigns? (which reminds me - It's time for another email blast) To be honest - this article was originally written to be a 'tweet' - until i realized that I can only post 140 characters at any given time. Too often, we get caught up with what's cool and trendy and think we have to be a part of it. Sometimes we lose sight of what has the highest potential for ROI. And at this time I have to say 'Fellow marketers, first things first - I've got an email update to write'.

Paul Bies

President,
Mystique Creative

A lot of factors contribute to the failure or success of an online business. A well planned and constructed website is paramount to your business success both on and offline. The design and development philosophy at Mystique Creative is based on four principles: attract, engage, convert and support.

Attract - Your site needs to project an image of credibility while compelling visitors to take a desired action. Design and develop a user-interface that it is easy to navigate through and search engine friendly (traffic is key to success for any site). Make it easy for them to find the information they are looking for and to act on that information.

Engage - Engage your visitors through effective messaging, site architecture, tools etc. Keep the site customer- centric maintaining a focus on their needs. If they can't quickly figure out what's in it for them a competitor is only a click away.

Convert - Plan how you will convert visitors into customers. Develop your conversion funnel based on the attributes that distinguish your business and the products and services you offer.

Support - Remember - it's all about the customer. They should be provided, online, the tools and information they need both before and after the online transaction.

Websites are meant to evolve and stay up to date with changes in your users' tastes. Be ready to adapt and add features such as blog's etc based on your customers and prospects feedback.

Paul Bies

President,
Mystique Creative